Lululemon is celebrating masculinity and strength in a series of short films as part of the brand’s first men’s campaign.
The global campaign, Strength to Be, aims to celebrate the growing community of men who are representing their own definitions of masculinity and strength in positive ways.
The campaign features a series of five short films, which explore how men are challenging stereotypes by juxtaposing traditional depictions of masculinity alongside more modern interpretations.
One film features Ibn Ali Miller, who talks about growing up in housing projects and the impact that has had on him while sharing his ideas about what makes a real man.
The campaign aims to build on the brand’s previous global campaign ‘This is Yoga’, which sought to highlight Lululemon's philosophy of mindful living while also highlighting the principles of yoga.
The campaign, which launches globally on 14 September, was created by Vice’s creative agency Virtue Worldwide.